MSC Cruises is inviting travellers to “discover the future of cruising” in a newly launched campaign that highlights the company’s commitment to the future of the industry – and the planet – not least with its intention of having zero-impact cruise operations by 2050.

The campaign has been rolled out in more than 30 countries, including Canada, through a multi-channel global marketing campaign including TV, out of home, print media, digital and social media.

With the new campaign, MSC Cruises demonstrates how sustainability is “at the beating heart” of its daily activities and long-term growth strategy.

The distinctive creative concept showcases the fleet’s environmental performance including sustainable technologies integrated on the brand’s ships.

The TV spot was filmed on board MSC Cruises’ first LNG-powered and most environmentally advanced ship to date, MSC World Europa, which came into service late last year. While focusing on some of the unique environmental technologies and solutions of this new ship, the campaign also demonstrates the wider and long-standing sustainability commitment and progress across the brand’s fleet of 21 vessels and the broader Cruise Division of MSC Group.

It is also the first campaign in the industry that squarely focuses on a brand’s sustainability commitment and makes it central to its engagement with consumers, travel partners and other stakeholders from the broader society.

“Already cruising is one of the best holiday options on offer for consumers today, but many of our guests don’t realize that is has important sustainability aspects as well,” says Pierfrancesco Vago, Executive Chairman of the Cruise Division of MSC Group. “We have long had a steadfast focus on sustainable and environmentally responsible business practices and on protecting guests, employees, and the communities in which we operate.

“Today more than ever, brands like MSC Cruises recognize the vital importance of the environment, and a healthy and viable planet and this is why we think it is important for us to take a leadership role and make our sustainability commitments a key element of our discourse with consumers and overall society.

“Sustainability at MSC Cruises,” he adds, “is central to the brand’s DNA and the way we operate as a business.”

Linden Coppell, VP of Sustainability & ESG, says MSC is “well advanced” in its endeavour.

“We have already virtually eliminated emissions like SOx and NOx from our operations and now we are focused on reducing carbon emissions with LNG,” he says, adding, “This is the first step in our journey that involves transitioning to LNG in the short-term, low carbon in the medium-term, and (not-yet-invented) net-zero carbon fuels… in the longer-term.”

Delivered in October 2022, MSC World Europa is MSC Cruises’ first LNG powered vessel. Compared to standard marine fuels, LNG nearly eliminates particulate air pollutant emissions, including sulphur oxides and fine particles, greatly reduces nitrogen oxides, and already achieves a CO2 reduction of up to 25%.

While the transition of biofuels happen, MSC Cruises says it continues to reduce its energy needs through digitalization, route optimization, and the introduction of a wide range of other energy-saving techniques and technologies.